公共关系对新闻事件策划的介入方式及其动因分析

The Analysis of Ways and Motivations for Public Relations in News Planning

对新闻界新闻事件策划现象的成因及动因作了初步分析,认为新闻策划的源头在于公关理念的渗入及企业与媒体的市场化运作。分析了公共关系介入新闻策划的两种方式,一为社会组织独立型新闻策划活动,二为与媒体合作型新闻策划活动。并进一步从媒介权威、媒体的产业化运作及激烈的市场竞争三方面探析了公关介入新闻策划的动因。

This paper analyzes the reasons and motivations for the news planning in the press circles.It studies the two ways for public relations to get involved in the news planning :the independence of organizations in news planning ,the cooperation between organizations and media. It also discusses some sources of news planning in three respects :media authority, media marketing, and acute competitions.